Alicia Harrington | Project Manager & Digital Strategist
Alicia Harrington - Project Manager & Digital Strategist
Alicia joined the team in 2023 as our Project Manager and Digital Strategist. She holds over nine years of marketing expertise across a range of B2B and B2C sectors, both within and beyond the equestrian industry. With a strong background in performance marketing, her career has been dedicated to leading global ad campaigns, carrying out in-depth data analysis and developing cross-channel marketing strategies. Alicia’s knowledge across all channels places her as the team member to support our clients with achieving their marketing goals, developing strategies and managing projects to ensure deliverables and timelines are kept on track.
What is your favourite part of the job?
The projects and the people! Combining my hobby with work adds a layer of passion and excitement that fuels a lot of the strategic planning, and working with a group of people who share the same love for the industry makes it feel less like a job. Adding this to the fact that I get to apply my expertise to such a range of clients and projects truly leaves a special feeling that what we’re doing as a team is making a positive impact.
Biggest trend predictions for 2025?
I think 2025 could be the year that equestrian businesses finally begin adopting a bold approach with their marketing by taking more inspiration from the wider sporting industries. We are seeing more brands embrace trends and platform developments at a quicker speed, so fingers crossed this is the end of being stuck a decade behind the curve!
One piece of advice you give all clients?
We have to think of the bigger picture. Often, clients will come to us for assistance in one area of their marketing mix; however, if there isn’t an effective cross-marketing strategy in place, there will often be limitations to the results we can achieve as we are not giving the audience a complete user journey. When budget and resources are limited, there is more value in detecting the most impactful channels to achieve your business goals and to work consistently on these instead of driving all budget into just one channel just because it seems to work for others.
